Everyone gets a seat at the table

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Creativity is not reserved for the art director + copywriter. Leveraging the skills of multi-disciplinary teams adds incredible value to solving business challenges. At the very least, we should include representatives from account and project management teams, technology, creative, UX and strategy.  By including more people and disciplines, we get varying perspectives, leading to ideas that are more inclusive.

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But first, Discovery

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Without knowing what we don't know, we can't make informed decisions. Through discovery, we gain valuable insight into users' journeys, goals, fears, and barriers when using products. We conduct user research, stakeholder and user interviews, analytics reviews, social listening, and usability testing. Workshopping with marketing, design, and technology teams on the client side, we align on content, messaging, and strategy. Discovery provides a foundation for making informed decisions, ensuring that the redesign aligns with user expectations and business objectives.

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Possibility thinking > Problem thinking

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The more we focus on the problem, everything in our awareness becomes intertwined with that problem. Seeing the big picture lets us connect the dots and allows for insights to emerge. When we step outside the current experience and invite new perspectives, we uncover insights and opportunities that previously eluded us.  An insight is an observation of human behaviour that fuels the creation of possibilities.

 

Garbage in, garbage out 

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Design Thinking makes us ask better questions, resulting in better solutions. Make the design challenge too narrow, it becomes prescriptive and your answers are obvious. Make it too wide, you’ve lost focus. The right question opens the creative floodgates. 

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Eliminate assumptions

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An iterative, human-centric approach encourages us to research, ideate, prototype, test, fail fast, validate and learn quickly. Making assumptions is a dangerous and costly game.